THE CHALLENGE
The overall perception of Puerto Rico is that of a burden, an expensive entity that takes rather than gives to the United States. This perception is problematic because it erases the active role the United States has played in hobbling the island’s potential with overbearing colonialist mismanagement. It ignores the prejudiced treatment it has received, and most importantly it overlooks the unique, competitive value offered by the island, its industries, and its creative and resilient people.
THE SOLUTION
Reposition Puerto Rico as a valuable contributor to the U.S. economy, transforming the American public’s perception of the island from a burden to a benefit by positioning it as an innovation destination.
THE TEAM
Charmie Shah, Clare Albers, Rory McKinnon, Jason Park, Gelsomina Picariello and Ericka Garcia.
MY ROLE
Brand Strategist, Graphic & Web Designer
Inspire + PR (Puerto Rico)
"The Mark of Innovation” - a symbol of pride and unity that aknowledges the value of Puerto Rico and grants them the star they have never been given by the United States on their flag.
Introducing Inspr, an identity whose purpose is to unite ambitious entrepreneurs, researchers, artists, and scientists around Puerto Rico as an innovation destination. The goal is to inspire - by unifying, attracting, engaging, and advocating for innovators on the island - and beyond.
During our research, we uncovered that Puerto Ricans bring together unexpected elements in the arts and sciences.
To prove that innovation thrives in Puerto Rico we developed a campaign with bold statements that challenge the preconceived notions of what’s possible on this tropical island. For example, unexpected pairings of elements that enable innovation such as “Natural + Laboratory”, “Green + Technology”, “Creative + Chemistry” and “Scale + Ideas”.
Local business recognized by the “The Mark of innovation”.
Innovation Jams - Partnership with Global Jams.
Innovation Visa - sets a new standard for innovation that challenges and invites international students and professionals to create, thus helping establish Puerto Rico as a global innovation leader.
Looking forward, Inspr can expand the idea of what innovation means in Puerto Rico - an engaged community that actively participates in the next inevitable referendum and determines its own political future, a way forward inspired by their own innovative spirit.